2021 Australian Mortgage Awards Aggregator of the Year (Up to 500 Brokers) Excellence Award

Accolades

Media

Milestones

2012

2016

2018

Liberty Network Services is first established as a subsidiary of Liberty Financial, and launches its innovative, purpose-built loan processing system, Spark

2012

Welcomes its 100th adviser to the network

2016

Launches the A-FIT Program providing comprehensive adviser training

2018

Rolls out its enhanced Spark platform with KYC digital web application; introduces state managers in Queensland, NSW and Victoria

2019

Technology unlocks smart future for network

For Brendan O’Donnell, managing director of fast-growing broker network Liberty Network Services, 2022 is all about becoming “future smart”. O’Donnell says the most notable change in the finance sector has been digitalisation and an increased reliance on technology. “Back in the '80s and '90s it was all about ‘bricks and mortar’, then we moved to ‘bricks and clicks’. Now, it’s ‘click and click’ – or C2C,” he says. In a hyper-individualised age, people want to feel special. “They expect brands to understand and respond to their individual needs. They want something that’s unique to them. “Today’s consumers are time-poor, constantly bombarded with content, so they expect quick solutions.” O’Donnell says the challenge for brokers is pinpointing those exact moments when customers are looking for finance, and quickly giving it to them.

Spotlight

At Liberty Network Services, advisers are more than just brokers. With tailored marketing, extensive training and a diverse product offering, advisers receive one-on-one support to boost their business and help more customers get financial. LNS enjoys strong business growth and is a challenger brand in the Australian broking market. The conscious choice to remain a boutique organisation gives LNS many advantages over its competitors and allows it to adopt a focused and agile approach. As LNS grows, continuing to drive a culture that inspires innovation and fosters success is crucial. LNS provides its advisers with ever-adapting support, digital access, and opportunities for promotion and professional development.

Company Profile

180+

Number of advisers

1,205

Customer testimonials

4,684

Number of customers helped

Adviser Trustpilot score

57%

Year-on-year settlement growth

Milestones

Accolades

Company Profile

Years In the Industry

Company

Liberty Network Services

Career Highlight

“The establishment and growth of LNS over the past 10 years is testament to a dedicated, committed and passionate LNS team and a network of engaging and committed advisers and advocates”

Brendan O’Donnell

Managing director

A buoyant property market and an enhanced digital platform will bring exciting opportunities for Liberty Network Services. Managing director Brendan O’Donnell reflects on the company's 10 years of operations and looks at the year ahead

Read on

“The window to engage with customers is just a few seconds – the ‘moment of truth’. Recognising the rapidly changing behaviours of consumers, we have always sought to be what we call a ‘future smart’ aggregator”

Brendan O’Donnell, Liberty Network Services

Technology unlocks smart future for network

Spotlight

Years in the industry

company

Liberty Network Services

BRENDAN O'DONNELL

“The establishment and growth of LNS over the past 10 years is testament to a dedicated, committed and passionate LNS team and a network of engaging and committed advisers and advocates”

Karen Adams

Managing director

Before becoming CEO of Fundserv, Karen Adams held a variety of leadership roles around the world – and she learned that listening and understanding are key to both providing service and developing talent

Read on

2020 Australian Mortgage Awards Aggregator of the Year (Up to 500 brokers) Excellence Award

2019 Australian Mortgage Awards Aggregator of the Year (Up to 500 brokers) Winner

79%

Advisers who diversified beyond residential

“Brokers are more professional than ever before. Brokers have created a truly open market, enabling competition, consumer choice, access to more credit, and a taste of what good service is all about”

Brendan O’Donnell, Liberty Network Services

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Mortgage Professional America

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Canadian Mortgage Professional

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“The window to engage with customers is just a few seconds – traditionally we referred to this as the ‘moment of truth’. “Recognising the rapidly changing behaviours of consumers, we have always sought to be what we call a ‘future smart’ aggregator. “We have exciting new developments that will enhance our Spark technology platform, moving to Spark+ in 2022. This will help our advisers meet those moments of truth with their existing and new customers and help many more customers get financial,” says O’Donnell. Leading LNS a privilege O'Donnell joined the Liberty Group in 2011, and he now leads a team of 200 LNS advisers across Australia. He came to LNS after working in senior executive roles at Choice and Absa. “I was fortunate to be given a unique opportunity to establish and grow a new business from the ground up,” he says. “The breadth and depth of leadership experience I gained across banking, consulting and marketing enabled me to lean in and embrace the challenge." O’Donnell says LNS has focused on fostering a great culture since its inception, and that remains a high priority. “The LNS team and adviser network have been rewarded for these efforts, and I'm immensely proud of what we have accomplished and the supportive, helpful community we've created. In my view, there is no greater achievement.” Helping advisers shine a key motivator O’Donnell says what drives him is helping advisers grow and achieve beyond their expectations. “Our success is their success – and when they shine, so do we. It gives me a tremendous sense of professional satisfaction to see our advisers thrive, and to achieve goals they have worked so diligently towards.” LNS embraces and works with brokers at all stages of their career – from experienced professionals to newcomers – providing an unparalleled level of personal support for the industry. “It’s highly rewarding for the LNS team to play a part in the growth of their business,” O'Donnell says. Equally important is LNS’ focus on connecting the adviser community across Australia. “We have a wonderful culture, and we strive to provide advisers the best of both worlds: the freedom of running their own business and the connection to a larger collegiate group that provides support, care, motivates and celebrates.”

Sky's the limit for brokers Brokers wrote 66.9% of all new residential home loans in the July to September 2021 quarter, according to the MFAA. O’Donnell says this is a fantastic result, clearly showing that most Australians recognise the benefit of engaging with a mortgage broker to assist them with their finance needs. “As 2022 ramps up, it's game on as the broker industry sets its target on 70% market share. While we will have a few headwinds, I’m confident we can achieve this milestone in the next 24 months.” This is partly thanks to the many regulations introduced in recent years, says O’Donnell. “Brokers are more professional than ever before. Brokers have created a truly open market, enabling competition, consumer choice, access to more credit, and a taste of what good service is all about. “Interestingly, as we go more digital, we continue to see borrowers going to brokers to research and/or help them with their finance.” While brokers’ market share of commercial and business finance and personal loans is significantly lower, there’s ample opportunity to service an under-represented market. “For mortgage brokers eager to expand into these areas, LNS is here to provide the guidance and mentorship that is essential to their success.” Vision for 2022 O’Donnell says the year started on a high note as LNS celebrated its 10th anniversary – a wonderful time to reflect on its achievements and look forward to the exciting journey ahead. “We have a compelling value proposition that has been at our core since we started 10 years ago. It’s even more relevant today, delivering exceptional benefits to our advisers, and is unique in the market.” The LNS value proposition has five pillars:

Brendan O’Donnell, Liberty Network Services

Exceptional broker economics

Leading technology

Diversification to help more customers get financial

Customised and tailored marketing support

A caring and connected culture

O’Donnell says in each of these areas LNS has exciting new and unique deliverables to help its advisers improve productivity, streamline processes and increase returns. “It’s a year where we really become ‘future smart’!” While the past two years have been particularly challenging, O’Donnell says they have highlighted the impressive resilience of Liberty Advisers. LNS enjoyed strong loan growth in 2021, and O’Donnell says he has every confidence that the network will continue along this trajectory. Despite predictions of a cooling housing market, there are still plenty of growth opportunities. “Australians are reassessing their lifestyle, place of work, home and what matters most, creating migrations within states, across state borders and between suburbs like never before.” O’Donnell says this opens up new possibilities, with LNS’ network of advisers and its focus on diversified products and solutions putting it in a prime position to educate and guide consumers with their finance needs.

2019

79%

Advisers who diversified beyond residential

57%

Year-on-year settlement growth

4,684

Number of customers helped

Adviser Trustpilot score

1,205

Customer testimonials

180+

Number of advisers

Brendan O’Donnell, Liberty Network Services

Bio

Spotlight

Note: Highlights of Liberty Network Services 2021 results

CAREER HIGHLIGHT

- Brendan O'Donnell